Partnering with Visit Victoria while at Omnicom Media Group, I co-pitched and directed a campaign aimed at solving a very real problem: Melbourne decision paralysis.

To show off the city’s best hidden gems, I put on my CD and producer hats, heading down to Melbourne to scout locations, chat with local business owners, and grab recommendations from local bartenders.

Working alongside our production partners at Elastic, I directed talent like Sophie Monk and Andy Lee on set, then stuck around through post-production to help deliver a full suite of vertical and landscape assets for YouTube, TikTok, and Insta. The campaign hit so well with audiences that Visit Victoria ended up keeping the series running long after I moved on.